media plan & strategy
TRANSCRIPT
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Media Planningand Strategy
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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A series of decisions involving the deliveryof messages to audiences
A series of decisions involving the deliveryof messages to audiences
Goals to be attained by the media strategyand program
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
The various categories of delivery systems,including broadcast and print media
Either radio or television network or localstation broadcasts
Either radio or television network or localstation broadcasts
A series of decisions involving the deliveryof messages to audiences
A series of decisions involving the deliveryof messages to audiences
Goals to be attained by the media strategyand program
Goals to be attained by the media strategyand program
Decisions on how the media objectives canbe attained
Decisions on how the media objectives canbe attained
The various categories of delivery systems,including broadcast and print media
The various categories of delivery systems,including broadcast and print media
Media Terminology
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaPlanning
MediaPlanning
MediaObjectives
MediaObjectives
MediaStrategy
MediaStrategy
Media
Media
BroadcastMedia
BroadcastMedia
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Publications such as newspapers,magazines, direct mail, outdoor, etc.
Publications such as newspapers,magazines, direct mail, outdoor, etc.
The specific carrier within a mediumcategory
The specific carrier within a mediumcategory
Number of different audience membersexposed at least once in a given time period
Number of different audience membersexposed at least once in a given time period
The potential audience that might receivethe message through the vehicle
The potential audience that might receivethe message through the vehicle
The number of times the receiver is exposedto the media vehicle in a specific time period
The number of times the receiver is exposedto the media vehicle in a specific time period
The potential audience that might receivethe message through the vehicle
The potential audience that might receivethe message through the vehicle
Number of different audience membersexposed at least once in a given time period
Number of different audience membersexposed at least once in a given time period
The specific carrier within a mediumcategory
The specific carrier within a mediumcategory
Publications such as newspapers,magazines, direct mail, outdoor, etc.
Publications such as newspapers,magazines, direct mail, outdoor, etc.
Media Terminology
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
PrintMedia
PrintMedia
MediaVehicle
MediaVehicle
Reach
Reach
Coverage
Coverage
Frequency
Frequency
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Selecting Media Within Class
Selecting Media Within Class
Selecting Broad Media Classes
Selecting Broad Media Classes
Determining Media Strategy
Determining Media Strategy
Media Use Decision— Print
Media Use Decision— Print
Media Use Decision— Broadcast
Media Use Decision— Broadcast
Media Use Decision— Other Media
Media Use Decision— Other Media
Selecting Media Within Class
Selecting Media Within Class
Determining Media Strategy
Determining Media Strategy
Selecting Broad Media Classes
Selecting Broad Media Classes
Developing the Media Plan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Setting Media Objectives
Setting Media Objectives
Setting Media Objectives
Setting Media Objectives
MarketingStrategy Plan
MarketingStrategy Plan CreativeStrategy Plan
CreativeStrategy PlanMarketingStrategy Plan
MarketingStrategy PlanSituationAnalysis
SituationAnalysis CreativeStrategy Plan
CreativeStrategy PlanSituationAnalysis
SituationAnalysis
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MeasurementProblems
MeasurementProblems
Lack of Information
Lack of Information
InconsistentTerms
InconsistentTerms
TimePressure
TimePressure
InconsistentTerms
InconsistentTerms
Lack of Information
Lack of Information
MeasurementProblems
MeasurementProblems
Media Planning Difficulties
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Problemsin MediaPlanning
Problemsin MediaPlanning
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Evaluate Performance
Evaluate Performance
Implement Media Strategy
Implement Media Strategy
Develop Media Strategy
Develop Media Strategy
Establish Media Objectives
Establish Media Objectives
Analyze the Market
Analyze the Market
Implement Media Strategy
Implement Media Strategy
Develop Media Strategy
Develop Media Strategy
Establish Media Objectives
Establish Media Objectives
Analyze the Market
Analyze the Market
Developing the Media Plan
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
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Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of brand to totalU.S. sales in market
Percentage of total U.S.
population in market
BDI = X 100
Brand Development Index
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Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Percentage of total productcategory sales in market
Percentage of total U.S.
population in market
CDI = X 100
Category Development Index
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High market share
Good market
potential
High market share
Good market
potential
High market share
Good market
potential
High market share
Good market
potential
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Low
CDI
Hig
hCDI
High BDI
Low market share
Good market potential
Low market share
Good market potentialLow market share
Good market potential
Low market share
Good market potential
Low BDI
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
High market share
Monitor for salesdecline
Low market share
Poor market potential
Low market share
Poor market potential
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The market usuallyrepresents good salespotential for both the
product and the brand.
The market usuallyrepresents good salespotential for both theproduct and the brand.
The market usuallyrepresents good salespotential for both the
product and the brand.
The market usuallyrepresents good salespotential for both theproduct and the brand.
Brand and Category Analysis
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Low
CDI
High
CDI
High BDI
The product categoryshows high potential butthe brand isn’t doing well;
the reason should bedetermined.
The product categoryshows high potential butthe brand isn’t doing well;the reason should bedetermined.
The product categoryshows high potential butthe brand isn’t doing well;
the reason should bedetermined.
The product categoryshows high potential butthe brand isn’t doing well;the reason should bedetermined.
Low BDI
The category isn’t sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
The category isn’t sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
The category isn’t sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
The category isn’t sellingwell but the brand is;
may be a good market inwhich to advertise butshould be monitored forsales decline.
Both the product categoryand the brand are doing
poorly; not likely to be agood place to advertise.
Both the product categoryand the brand are doing
poorly; not likely to be agood place to advertise.
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TargetMarket
Proportion
FullMarket
Coverage
PartialMarket
Coverage
CoverageExceeding
Market
Target Audience Coverage
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Population excluding target marketTarget market
Media coverage
Media overexposure
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Three Scheduling Methods
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Continuity
Pulsing
Flighting
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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Reach and Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
A. Reach of One Program
Total market audience reached
B. Reach of Two Programs
Total market audience reached
C. Duplicated Reach of Both
Total reached with both shows
D. Unduplicated Reach of Both
Total reach less duplicate
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Graph of Effective Reach
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Figure 10-22
+
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TargetGroup
TargetGroup
BrandHistory
BrandHistory
Share of Voice
Share of Voice
PurchaseCycles
PurchaseCycles
BrandLoyalty
BrandLoyalty
BrandShare
BrandShare
UsageCycle
UsageCycle
PurchaseCycles
PurchaseCycles
Share of Voice
Share of Voice
BrandHistory
BrandHistory
UsageCycle
UsageCycle
BrandShare
BrandShare
BrandLoyalty
BrandLoyalty
Marketing Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MarketingFactors
MarketingFactors
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Message ComplexityMessage Complexity
Message UniquenessMessage Uniqueness
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Image Versus Product SellImage Versus Product Sell
Message VariationMessage Variation
WearoutWearout
Advertising UnitsAdvertising Units
WearoutWearout
Message VariationMessage Variation
Image Versus Product SellImage Versus Product Sell
New Vs. Continuing CampaignsNew Vs. Continuing Campaigns
Message UniquenessMessage Uniqueness
Message ComplexityMessage Complexity
Message Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Messageor Creative
Factors
Messageor Creative
Factors
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ClutterClutter
Number of Media Used
Number of Media Used
RepeatExposures
RepeatExposures
EditorialEnvironment
Editorial
Environment
SchedulingScheduling
AttentivenessAttentivenessAttentivenessAttentiveness
Number of Media Used
Number of Media Used
EditorialEnvironment
Editorial
Environment
RepeatExposures
RepeatExposures
ClutterClutter
Media Factors Determining Frequency
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
MediaFactors
MediaFactors
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Determining Relative Cost of Media-Print
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Cost of ad space(absolute cost)
Circulation
CPM = X 1,000
Cost per thousand (CPM)
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Determining Relative Cost of Media-Broadcast
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
CPRP =Cost of commercial time
Program rating
Cost per rating point (CPRP)
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Short Message LifeShort Message Life
High Production CostHigh Production Cost
Low SelectivityLow Selectivity
High Absolute CostHigh Absolute Cost
ClutterClutter
Mass CoverageMass Coverage
High ReachHigh Reach
Impact of Sight, Soundand Motion
Impact of Sight, Soundand Motion
High PrestigeHigh Prestige
Low Cost Per ExposureLow Cost Per Exposure
Attention GettingAttention Getting
Favorable ImageFavorable Image
High Production CostHigh Production Cost
High Absolute CostHigh Absolute Cost
Short Message LifeShort Message Life
Low SelectivityLow Selectivity
Favorable ImageFavorable Image
Attention GettingAttention Getting
Low Cost Per ExposureLow Cost Per Exposure
High PrestigeHigh Prestige
Impact of Sight, Soundand Motion
Impact of Sight, Soundand Motion
High ReachHigh Reach
Mass CoverageMass Coverage
Television Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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ClutterClutter
Fleeting MessageFleeting Message
Audio OnlyAudio Only
Low Attention GettingLow Attention Getting
Local CoverageLocal Coverage
Low CostLow Cost
High FrequencyHigh Frequency
FlexibleFlexible
Low Production CostLow Production Cost
Well-segmented AudienceWell-segmented Audience
Low Attention GettingLow Attention Getting
ClutterClutter
Audio OnlyAudio Only
Well-segmented AudienceWell-segmented Audience
Low Production CostLow Production Cost
FlexibleFlexible
High FrequencyHigh Frequency
Low CostLow Cost
Local CoverageLocal Coverage
Radio Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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Visual OnlyVisual Only
Long Lead Time forAd Placement
Long Lead Time forAd Placement
Lack of FlexibilityLack of Flexibility
Segmentation PotentialSegmentation Potential
Quality ReproductionQuality Reproduction
High Information ContentHigh Information Content
LongevityLongevity
Multiple ReadersMultiple Readers
Visual OnlyVisual Only
Long Lead Time forAd Placement
Long Lead Time forAd Placement
Multiple ReadersMultiple Readers
LongevityLongevity
High Information ContentHigh Information Content
Quality ReproductionQuality Reproduction
Segmentation PotentialSegmentation Potential
Magazine Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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ClutterClutter
Poor Reproduction QualityPoor Reproduction Quality
Short LifeShort Life
Low Attention GettingLow Attention Getting
High CoverageHigh Coverage
Low CostLow Cost
Short Lead Time forPlacing Ads
Short Lead Time forPlacing Ads
Ads Can Be Placed inInterest Sections
Ads Can Be Placed inInterest Sections
Timely (Current Ads)Timely (Current Ads)
Reader Controls ExposureReader Controls Exposure
Can Be Used for CouponsCan Be Used for Coupons
Selective Reader ExposureSelective Reader Exposure
Poor Reproduction QualityPoor Reproduction Quality
Low Attention GettingLow Attention Getting
ClutterClutter
Short LifeShort Life
Can Be Used for CouponsCan Be Used for Coupons
Reader Controls ExposureReader Controls Exposure
Timely (Current Ads)Timely (Current Ads)
Ads Can Be Placed inInterest Sections
Ads Can Be Placed inInterest Sections
Short Lead Time forPlacing Ads
Short Lead Time forPlacing Ads
Low CostLow Cost
High CoverageHigh Coverage
Newspaper Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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Short AdsShort Ads
Local RestrictionsLocal Restrictions
Sort Exposure TimeSort Exposure Time
Poor ImagePoor Image
Location SpecificLocation Specific
High RepetitionHigh Repetition
Easily NoticedEasily Noticed Poor ImagePoor Image
Short AdsShort Ads
Sort Exposure TimeSort Exposure Time
Easily NoticedEasily Noticed
High RepetitionHigh Repetition
Location SpecificLocation Specific
Outdoor Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
ClutterClutter
High SelectivityHigh Selectivity
Reader Controls ExposureReader Controls Exposure
High Information ContentHigh Information Content
Repeat ExposureOpportunities
Repeat ExposureOpportunities
Poor Image (Junk Mail)Poor Image (Junk Mail)
High Cost Per ContactHigh Cost Per Contact
Repeat ExposureOpportunities
Repeat ExposureOpportunities
High Information ContentHigh Information Content
Reader Controls ExposureReader Controls Exposure
High SelectivityHigh Selectivity
Direct Mail Pros and Cons
© 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
AdvantagesAdvantages DisadvantagesDisadvantages
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Websnarl (CrowdedAccess)
Websnarl (CrowdedAccess)
Few Valid MeasurementTechniques
Few Valid MeasurementTechniques
Limited CreativeCapabilities
Limited CreativeCapabilities
Technology LimitationsTechnology Limitations
Limited ReachLimited Reach
User Selects ProductInformation
User Selects ProductInformation
User Attention andInvolvement
User Attention andInvolvement
Interactive RelationshipInteractive Relationship
Direct Selling PotentialDirect Selling Potential
Flexible Message PlatformFlexible Message Platform
Few Valid MeasurementTechniques
Few Valid MeasurementTechniques
Technology LimitationsTechnology Limitations
Websnarl (CrowdedAccess)
Websnarl (CrowdedAccess)
Limited CreativeCapabilities
Limited CreativeCapabilities
Flexible Message PlatformFlexible Message Platform
Direct Selling PotentialDirect Selling Potential
Interactive RelationshipInteractive Relationship
User Attention andInvolvement
User Attention andInvolvement
User Selects ProductInformation
User Selects ProductInformation
Internet Pros and Cons
AdvantagesAdvantages DisadvantagesDisadvantages